Guide
3 cool sneaker brands you’ve probably never heard of
by Stephanie Vinzens
These 3 brands are so much better than their frumpy image
30/10/2024
Translation: Jessica Johnson-Ferguson
If you want to stay on the ball in the fashion world, you’ll occasionally have to put up with being proven wrong. For me, this meant accepting that the following formerly uncool brands are now bang on trend.
Some brands I wouldn’t touch with a barge pole – until recently that is. All of a sudden, some of their products are at the top of my wish list. Mind you, it’s not so much my taste, but rather their image that has taken a turn for the better. These three brands have successfully repositioned themselves with a fresh look.
Desigual
Unfortunately, these products are currently only available from our Swiss shop.
Liebeskind Berlin
One look at its highly aesthetic Instagram feed was all it took: Liebeskind Berlin has definitely shed its outdated early-2010s look. The minimalist, elegant designs, which have nailed the timeless-yet-contemporary look, have put the brand back at the top of my wish list.
Swarovski
Swarovski has stood for kitschy crystal figurines and conservative crystal jewellery for as long as I can remember. The Austrian company’s almost 150-year-old tradition showed. However, when Giovanna Engelbert took over as creative director around four years ago, she gave the brand a new visual identity with a loud rebranding.
Header image: Swarovski
Has endless love for shoulder pads, Stratocasters and sashimi, but a limited tolerance for bad impressions of her Eastern Swiss dialect.
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